Exam 11: Database and Direct Response Marketing and Personal Selling

Describe the four types of referral marketing.

Lifetime value is a figure that represents revenues and profits received from a customer throughout the lifetime of a relationship.

Successful cataloging requires data mining that allows for targeting of recipients.

Frequent flier miles in airline travel are a form of:

Many times demographic and psychographic information about customers is not available through internal company records.In these situations:

When qualifying sales prospects,Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst.Using this method of categorization,the appropriate strategy for "C" leads would be:

Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.

If the salesperson is not sure if the prospect is ready to close,the trial method of closing can be used to close the sale.

Using geocoding,a company's marketing department can add which of the following to each customer's record?

If a salesperson is paid commission on sales,then he or she tends to neglect the follow-up step in the selling process.

What are the two types of data mining?

In determining lifetime value for individual customers,customer acquisition costs are determined by dividing:

When qualifying sales prospects,Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst.Using this method of categorization,the appropriate strategy for "A" leads would be:

A database-driven marketing program starts with assigning IDs and passwords to individual internet customers that:

Describe a permission marketing program.

Of the different types of mailing lists that can be purchased,the least expensive is a response list.

Online sales are often spurred through offline direct response marketing approaches.The most likely direct response marketing source is a(n):

Many consumers believe online shopping has replaced catalogs,but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.

Faith received an email from Volkswagen exactly one year after she purchased her Volkswagen.The company thanked her for her purchase and encouraged her to access the company's website.This is an example of trawling.

A marketing database contains: